From your body to your career, or even your home: everywhere you look, we’re

led to believe that only perfection is acceptable, which can keep people from

trying new things. Like a project you build just by yourself, even if you’re not a

master craftsman or -woman. How can HORNBACH help to relieve this pressure?

What applies to people also applies to projects: True beauty doesn’t come from a

perfect exterior. But from the rough edges and tiny flaws that give things their

unique character. HORNBACH's autumn campaign celebrates the little flaws in

projects: from wobbly chair legs to messy paint jobs and slightly crooked tiles.

Because: "It can't be bad. Because it is made by you."

To motivate customers of all skill levels to start their projects, HORNBACH wants to show the beauty of slightly misbegotten projects and celebrate the joy even the most flawed piece provides. For that, tiny flaws and mistakes became protagonists of the campaign. And the poetic, harmonious quality of the music accompanying these images was used to legitimize the flaws. And give them even a harmonious, beautiful, and even heroic quality – feelings they usually wouldn’t be associated with, but will seem familiar to anyone who ever made something by themselves.

HORNBACH made tiny DIY flaws the protagonists of the campaign. And showed how

beautiful they can be in the right light. To bring the spirit of the campaign to life musically, HORNBACH opted for a radically imperfect interpretation of the most perfect composer of all time: Johann Sebastian Bach. Using his „Prelude in C“ from the „Well-Tempered Clavier“ as a starting point, we changed the key from C to E flat major and added fluttering flutes, pauses, and a fluctuating tempo. For a composition that’s more human than Bach’s divine original - but still emotionally affecting and beautiful. The campaign ran from 01/11/2022 until 02/27/2022 on TV, Cinema, Online, social media, OOH, and digital OOH.

In Germany, the film reached 436 million impressions total. During the run of the

campaign, sales were 26,5 % higher than they were in the same quarter the previous year. Additionally, the song was the most requested of any HORNBACH campaign.